OTT Publishers Spotlight: Use OTT to Reach Your Customers

Over the last decade, the way we consume media has undergone a major shift, with Over-The-Top (OTT) platforms taking center stage. OTT refers to the delivery of TV, movies, and other video content directly over the internet. The name "over-the-top" signifies that this method bypasses traditional cable and satellite services, going "over the top" of existing internet services to reach consumers.

Gone are the days when audiences were tethered to broadcast schedules or limited cable bundles. Now, with just a click, viewers can stream virtually any content they want. OTT services have transformed the way we consume entertainment. This blog will highlight some OTT publishers whose consumers you can access with El Toro's powerful targeting solutions.

El Toro's OTT Publishers

El Toro works with many OTT publishers allowing your brand access to a highly-captive audience. OTT allows you to reach your ideal customer while they watch their favorite shows. Utilizing technologies like El Toro’s patented IP Targeting can deliver targeted ads to relevant user households. OTT also allows advertisers to track the devices we serve to, track clickthrough rates, video completion rates, and more, which is not possible in the world of traditional TV ads.

Hulu

Hulu is an American OTT publisher owned by Disney. Hulu originally launched in 2007 and Disney acquired a majority stake in 2019. Hulu currently boasts 50.2 million users as of the writing of this blog. It is estimated that 99.7 million eyeballs (technically 199.4 million individual eyeballs, but you get the point) utilize Hulu services in the United States every day.

More than half (57%) of Hulu's user base is under the age of 34, with only 22% being older than 65. According to TechReport, 60% of Hulu's young user base (18-34) binge-watch content and are on Hulu consistently throughout the week.

OTT ads (your ads) are over 100% more effective on Hulu than traditional TV according to TechReport. Hulu was seen to produce a 24% or better increase in viewer purchasing intention over the same TV ad. Hulu offers multiple subscription packages that affect the amount of ads the consumer sees. While you can go totally ad-free on Hulu, the increasing price tags on these premium tiers are pushing more consumers toward the less expensive, ad-supported tiers. Hulu is one of El Toro's premium OTT publishers, please contact your Account Manager to discuss El Toro's Premium Inventory packages.

MAX

MAX (formerly HBO Max) is another American-based streaming platform. Released in 2020, MAX has amassed nearly 100 million global subscribers, 46.8 million of those are based in the United States. MAX is currently the 4th most popular streaming platform in the U.S., surpassing Hulu and Paramount+.

Over 60% of MAX users are under the age of 34. On the other side, barely 10% of MAX users were over the age of 55. It's safe to say that streaming is still a young man's game.

Like Hulu, MAX offers tiered subscriptions, with the most expensive tier being ad-free. Also like Hulu, and virtually all other streaming platforms, MAX's decision to up the pricing on all of its tiers will push more subscribers to the ad-supported tier. Part of what makes MAX’s ad-supported tier so popular is their ad slot times. MAX runs roughly 4 minutes of ads per hour, which is the lowest number of ad breaks for an ad-supported streaming service. This makes them popular with viewers and since there are fewer ads, that makes the ads consumers see more impactful.

MAX is another one of El Toro's premium OTT publishers, please contact your Account Manager to discuss El Toro's Premium Inventory packages.

Peacock

Released by NBC in early 2021, Peacock is currently the fastest-growing streaming platform in the United States. Peacock has 34 million subscribers as of Q1 2024 and features shows like The Office and sporting events like WWE, and the Premier League.

As of the writing of this blog, 77% of Peacock subscribers opt for the ad-supported plan (compare that to just 7% of Netflix subscribers opting for ads). As we have seen before, streaming resonates harder with younger people, just 16% of Peacock subscribers are older than 55. The majority (46%) are under the age of 34. 25% of GenX, Millennial, and GenZ subscribers reported they watch Peacock at least once per week.

Peacock is another one of El Toro's premium OTT publishers, please contact your Account Manager to discuss El Toro's Premium Inventory packages.

Samsung TV+

Samsung TV Plus is a free, ad-supported streaming television (FAST) service launched for Samsung TVs. Released in 2015, it provides live-streaming content directly to users with Samsung TVs, eliminating the need for subscriptions or additional devices.

In the United States, Samsung TV Plus (STV+) has over 300 channels, with more than 2400 globally. According to a Samsung press release, STV+ reaches over 500 million devices globally in 24 countries. They also say the service has grown considerably in the past 12 months, posting a 60% increase in viewers year-over-year.

STV+ offers a wide variety of content, from talk shows, sports, to their recently announced kids programming. STV+ is also releasing a dedicated music "destination" where people can "easily discover and enjoy songs and artists spanning over 200 playlists and 40+ channels."

Sling TV

Sling TV is a U.S.-based streaming television service owned by Dish Network. Launched in 2015, Sling TV serves as a virtual multichannel video programming distributor. It caters to cord-cutters by providing a variety of major cable channels alongside over-the-top (OTT) services. These can be accessed via smart TVs, digital media players, and mobile apps. Since its debut, Sling TV has been available across the United States and Puerto Rico, boasting over 2 million members.

While Sling positions itself as a complementary service to other streaming services, Sling's CEO belives that it is a cable replacement thanks to the variety of programming available. Sling’s programming includes TBS, BBC America, most NBC programming, MTV, Cartoon Network, and Disney Channel. Sling also has a strong live sports presence with networks including ESPN, NCAA, MLB, NBA, NHL, ABC Golf, SEC, ACCN, Redzone, Big10 Network, The Tennis Channel, and more.

Reach Consumers with El Toro

El Toro revolutionizes audience identification with IP Targeting and OTT. Previously, OTT/CTV ads could only target audiences based on content and often inaccurate demographics. El Toro applies our patented IP Targeting to all OTT/CTV inventory, enabling targeting at the household level. No other agency offers such granular targeting capabilities. For a more in-depth look at OTT with El Toro, click here.

OTT publishers are redefining our viewing habits, offering unparalleled convenience and choice, and shaping the future of entertainment in ways we are only beginning to understand. Whether you're a binge-watcher, a casual viewer, or a content creator, the OTT revolution is reshaping the media landscape in profound and exciting ways. If your brand is looking to reach OTT viewers on a one-to-one household level, contact us.